Lou Roach heads to the Cannes Film Festival.
The ‘image engineer’ lends his talents to ice cream brand Magnum, which has hired him as its first-ever ‘taste engineer’. In this role, Roach will serve as creative director for brand activation at Cannes – always a high-profile stop on the Croisette with a dedicated beachfront club where Magnum hosts events and parties – as well as overseeing the design and curation of the inaugural show “Celebrating the House of Magnum.”
It will all take place at the Palais Stéphanie on the Croisette from May 13 to 22, where the House of Magnum will open daily and culminate in an annual VIP party with a roster of talent. As part of the Magnum Moment amidst the festival, the brand is launching a global competition in collaboration with TikTok inviting emerging fashion designers and “fun seekers” to showcase “What I would wear to Cannes.”
For each Magnum, participants will be tasked with styling themselves “through the lens of their favorite Magnum flavor” and sharing their look on TikTok by tagging @Magnum and using #MagnumCannes. A winner will be selected and invited (along with an additional person) to join Magnum and Law in Cannes by sitting front row at the fashion event and dancing at the VIP party afterward.
“Magnum is a brand that understands intent,” said Roach, who is best known for styling Zendaya among other stars like Ariana Grande and Celine Dion. “For me, taste is about being intentional. It’s about knowing who you are and what you stand for and expressing that without compromise. Magnum embodies those values and Cannes was the perfect place to showcase that.”
Josie Eskan, Global Vice President at Magnum, added: “Lou Roach is one of the most influential creative voices in fashion today. His ability to shape culture through design and storytelling makes him the ideal partner to help realize the House of Magnum’s vision on a global stage like Cannes.”
During the festival, Magnum will launch a new signature range featuring pistachio and peach flavors inspired by contemporary desserts. According to Magnum, the shows were designed “with attention to detail at a couture level”, resulting in Magnum La Pistache and Magnum La Biche.
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